Got a great one for you today.

This is one that you want to save, and unfortunately I should be charging for this, but I'm

giving this one away for free.

Great guests, great topics.

Now imagine trying to sell process improvement software to huge banks down on Wall Street. Sounds easy, doesn't it? You're right.

It doesn't sound easy. Sounds pretty difficult. So you've got a couple of things. You got

laggart accounts, meaning that these are big, large banks, 100-year-old banks in some cases, got all kinds

of legacy infrastructure, huge number of people, lots of money at stake, no room for error,

and you're trying to change the way they do business.

Now, you may not have this problem, but you may have it in a much lower altitude,

maybe a smaller company, smaller change.

But the same principles apply.

The default is always going to be, let's push this off, let's wait.

Let's try and do it cheaper, easier, or simpler, slower, the killers of our deals.

So I've got a guest today who is selling into that exact environment.

She has got an enormous amount of experience and skill. So it's the perfect combination of intelligence, hard work, determination, and a lot of great experience that she is openly sharing with us.

So get your notebook out.

This is one that you might want to listen to when you're not on the treadmill.

You can listen to it the first time on the treadmill, but maybe later in the week,

sit down with a piece of paper and really write down what you hear

and then listen to it again.

Because there's a lot of things in here.

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